Goal: Make your organisation easier for AI models and search engines to understand, verify, and reference.

7 Steps to build your presence for Knowledge Graph visibility

1. Use Structured Data on Your Website (Schema Markup)

Structured data helps machines interpret your website content.

  Actions

Add schema.org markup for key entity types:

• Organisation (your company)
• Person (executives, authors)
• Product or Service
• Event (if you run events or webinars)
• FAQ, Article, HowTo, and BreadcrumbList

  Tools:

• Use Google’s Rich Results Test to check your structured data.

• For generic schema validation, use the Schema Markup Validator to test all types of schema.org markup, without Google-specific validation.
• Yoast SEO or RankMath are also good for WordPress users

2. Create or Claim Your Entity on Key Platforms

These platforms contribute to major knowledge graphs:

 Tip: Be consistent with name, logo, address, domain and social handles across all of these.

3. Use “sameAs” in Schema Markup

Tell search engines that all your web profiles point to the same entity:

Code example source, ChatGPT August 2025

4. Build Authoritative Backlinks to Your Website

LLMs and search engines value what others say about you.

  Actions:

• Get listed in high-quality industry directories
• Publish articles or interviews with backlinks
• Be cited in news media or blogs
• Submit case studies or whitepapers to relevant portals

5. Be Present on Wikidata (if possible)

Wikidata is the structured-data partner of Wikipedia and highly trusted by search engines and generative AI tools.

   Actions:

• Search Wikidata.org to see if your company has a record
• If not, consider creating one if your organisation is notable
• Include: company name, website, founding year, location, industry, parent company, key people

6. Publish Content with Clear Attribution

This helps LLMs connect your content to your brand.

  Actions:

• Use consistent bylines (e.g. “Amy Ward, Director at Integral”)
• Include short bios with job title, organisation, and LinkedIn links
• Publish original insights, not just marketing blurbs

7. Monitor Your Entity Appearance in Search

Use tools like:

• Google Knowledge Panel Checker
• Bing Entity Search API
• Perplexity.ai or ChatGPT (ask: What is [Your Company]?)

If you’re not appearing: review structured data, boost backlinks, or adjust your public presence.

Some handy resources to download

Quick Diagnostic: Is your content ready for Zero Click (PDF)

Checklist: The Zero Click Checklist (PDF)